How channel strategies help build brand difference

Brands often set out to use media “differently” from their peers in a deliberate attempt to stand out from the crowd. They may do this by using a media channel that their category does not normally exploit or they may target advertising or sponsorship around specific and distinctive vehicles within a channel. This phenomenon is behind much of the migration of brands into new media spaces, be they digital, experiential, or whatever.

However, the most beneficial strategy is one that not only distinguishes a brand from others but highlights what is truly special about a brand. According to Millward Brown, a strong brand sets itself apart by offering a brand experience that is meaningfully different, so media choices that amplify that difference will be most effective. For example, online shoe merchant Zappos was one of the first brands to advertise in the bins used for screening carry-on luggage in airports. They scored obvious relevance points by engaging people at a moment when they were unavoidably aware of their shoes, but they also subtly reinforced Zappos’ meaningful difference.

The travellers who were already aware of Zappos’ unparalleled personal service were reminded of it as they endured a process not known for being warm, friendly, or personal. The contrast made what Zappos offered look better than ever. Would a Bata brand advert at MM1 or MM2 airport in Lagos achieve the same impact?

Advertising in atypical day parts or programme genres on TV can also set a brand apart. For example, a few years back, Kellogg’s started to advertise Corn Flakes on late-night TV in the UK. Consumer research had uncovered the fact that many adults consume this traditional breakfast food as a late snack or supper.

The ads airing late in the evening stood out and made the brand seem in tune with its customers.

Sponsorship is commonly used to build difference, as brands adopt some properties to try to differentiate themselves by association with special events or programming. It is remarkable the range of brands you will come across at various summer music festivals around the world. Mobile firms and big banks seem especially eager to get down and funky with youth, in an attempt to stand out from the crowd.

Some marketers use social responsibility campaigns that indirectly create awareness of their brands. Locally some banks such as Zenith Bank, Fidelity Bank and UBA have used CSR, especially environmental beautification initiatives in major cities, to etch their brands in the minds of the consumer. The return on this investment has been profound in most cases.

Umogun works with Millward Brown Nigeria

Michael Umogun